- 作 者：谢丹焰主编
- 出 版 社：北方交通大学出版社；清华大学出版社
- 出版年份：2003
- ISBN：7810821334
- 标注页数：583 页
- PDF页数：593 页
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Unit 1 Job Interviews 1
Reading Ⅰ Making the Best of a Good Job 1
Reading Ⅱ New Rules for Landing a Job:Interview Skills That Give You the Edge 13
Extension 22
Supplementary Reading 33
Unit 2 Cultural Diversity 39
Reading Ⅰ Outstanding Cultural Diversity Programs 39
Reading Ⅱ Developing an Intercultural Training Program 49
Extension 58
Supplementary Reading 66
Unit 3 Managers 72
Reading Ⅰ Managers for the Twenty-first Century 72
Reading Ⅱ Managerial Caricatures 81
Extension 90
Supplementary Reading 100
Unit 4 Going Global 107
Reading Ⅰ Birth of a Buzzword 107
Reading Ⅱ Global Marketing into the Twenty-first Century 118
Extension 128
Supplementary Reading 138
Unit 5 Fashion 144
Reading Ⅰ New Economy Dressing for Success 144
Reading Ⅱ Levi s Gold 153
Extension 162
Supplementary Reading 171
Unit 6 Retailing 177
Reading Ⅰ A Retailing Legend Is Born 177
Reading Ⅱ Shopping Euphoria at the Somerset Collection 187
Extension 196
Supplementary Reading 203
Unit 7 Advertisement 210
Reading Ⅰ The Money in the Message 210
Reading Ⅱ Advertising on the Web 222
Extension 230
Supplementary Reading 240
Unit 8 Money 246
Reading Ⅰ Will Cash Completely Vanish? 246
Reading Ⅱ I Am a Dollar 256
Extension 267
Supplementary Reading 275
Unit 9 Leadership 281
Reading Ⅰ Characteristies and Traits of Effective Leaders 281
Reading Ⅱ The Sensational Michael Dell of Dell Computer Corp. 292
Extension 301
Supplementary Reading 308
Unit 10 Information Technology 315
Reading Ⅰ What Makes Silicon Valley So Successful and Unique 315
Reading Ⅱ A Brave New Web 328
Extension 340
Supplementary Reading 347
Unit 11 Trademark 354
Reading Ⅰ Trademark 354
Reading Ⅱ A History of the John Deere Trademark 365
Extension 375
Supplementary Reading 381
Unit 12 Markets 388
Reading Ⅰ Flea Market 388
Reading Ⅱ The Natural Market 400
Extension 409
Supplementary Reading 417
Unit 13 Negotiations 424
Reading Ⅰ A Cross-cultural Perspective of the Negotiations Process 424
Reading Ⅱ Sacred Stalls 435
Extension 444
Supplementary Reading 450
Unit 14 Successful Businesses 457
Reading Ⅰ What Makes Sony Run 457
Reading Ⅱ A New Deal at Hallmark Cards 469
Extension 480
Supplementary Reading 494
Unit 15 Business Technology 500
Reading Ⅰ Just Imagine:What Computers Can t Do? 500
Reading Ⅱ I Am Cyborg 511
Extension 521
Supplementary Reading 532
Appendix Ⅰ 539
Appendix Ⅱ 575